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The Big Learn - Mobile User Experience
- 1. Mobile User Experience April 28, 2010 Elana Glazer User Experience Strategist / Information Architect [email_address]
- 3. Wake Up Morning Commute Afternoon The “old” way Commute Alarm goes of at 7:30 Turns on TV to weather channel Reads morning newspaper Checks traffic online Hears a great new song on the radio during the commute to work Checks email first thing when she gets to her desk Calls a friend to find out the name of the song that she heard on her commute Checks Facebook before leaving for lunch Runs to her desk in between meetings to read emails Listens to a CD and reads a book at lucnch
- 4. Wake Up Morning Commute Afternoon Commute The “old” way Alarm goes of at 7:30 Turns on TV to weather channel Reads morning newspaper Checks traffic online Hears a great new song on the radio during the commute to work Checks email first thing when she gets to her desk Calls a friend to find out the name of the song that she heard on her commute Checks Facebook before leaving for lunch Runs to her desk in between meetings to read emails Listens to a CD and reads a book at lucnch The “new” way
- 5. The “old” way Wake Up Morning Commute Afternoon The “new” way Commute Alarm goes of at 7:30 Turns on TV to weather channel Reads morning newspaper Checks traffic online Hears a great new song on the radio during the commute to work Checks email first thing when she gets to her desk Calls a friend to find out the name of the song that she heard on her commute Checks Facebook before leaving for lunch Runs to her desk in between meetings to read emails Listens to a CD and reads a book at lucnch And so much more…
- 6. Mobile media is any media that can be accessed via a mobile device – cell phones (the most popoluar), PDAs, iPads, etc
- 7. Most experts expect the mobile device to become the primary method of accessing the web within approximately 4 years.
- 8. Why is mobile important to advertising Effective & Measurable Right Time Mobile phones are the one device consumers carry 24/7 so they provide brands with an open-ended channel for one-on-one communication
- 9. Why is mobile important to advertising Right Time Effective & Measurable Right Person Right Message Ability to target individual consumers based on their location, handsets, interests and habit. This means more relevant messaging to a more precise target
- 10. Why is mobile important to advertising Right Person Right Message Right Time Effective & Measurable Measurable and flexible Mobile measurement tools allow brands to see how their campaign is performing in real-time and make adjustments
- 11. Why is mobile important to advertising Right Person Right Message Measurable and flexible Right Time Effective & Measurable Accommodates all media Mobile devices can accommodate all media – text, video, voice, photo, internet, etc.
- 12. 5 MOBILE USER EXPERIENCE BEST PRACTICES
- 13. 1. INNOVATIVE UI DESIGN
- 14. 1. Innovative UI design
- 15. 2. KEEP IT CLEAR, SIMPLE AND DIRECT
- 16. 2. Keep it Clear, Simple and Direct
- 17. 2. Keep it Clear, Simple and Direct
- 18. 2. Keep it Clear, Simple and Direct
- 19. 3. TAKE ADVANTAGE OF MOBILE (DEVICE) FUNCTIONALITY
- 31. 4. INTEGRATE ACROSS MEDIA
- 32. 4. Integrate Across Media OOH TV Event Print POS Online
- 41. 5. BE CLEAR ABOUT YOUR GOALS AND YOU HOW YOU MEASURE SUCCESS
- 42. 5. Be clear about your goals and you how you measure success Awareness Trial Affinity Consideration Advocacy See Act Feel Think Say
- 46. Mobile Resources
Editor's Notes
- 10 years ago the user journey included making the connection between off-line and on-line behavior.
- There is no more off-line vs on-line. Thanks to the mobile device, we are always connected.
- And we are connected in more ways than most of us could have possibly imagined.
- “ We are seeing increasingly that the primary access to the Internet is not through the PC but through mobile devices.” - Vic Gundotra, Google 2009 “ Regarding pace of change, we believe more users will likely connect to the Internet via mobile devices than desktop PCs within 5 years.” - Morgan Stanley Research 02/09 “ Mobile phones will overtake PCs as the most common web access devices worldwide by 2013.” - Gartner Research, January 2010
- iPhone apps allowed us to “have fun” with interfaces but for the most part, we were designing display ads and mobile sites in a grid-like format with flat images and text. However, with iAd, advertisers can get a lot more creative on how users interact with brands on mobile devices. However, not everyone has an iPhone!
- Very clear instructions. Fine print directs users to text HELP for help. Nice way to keep the page simple.
- Esquire magazine recently use “EZcodes” which allowed users to scan the code with their mobile device’s camera to learn more about an item. However, the instructions are unnecessarily complex and intimidating.
- Once overcoming the lengthy instructions, the process is straightforward and does a nice job at predicting the type of information users are likely going to want. Notice first and last calls to action lead to conversion.
- SMS is highly under-rated. It’s standard functionality on almost all cell phones and can be a true bridge between the off-line and on-line world.
- From: http://www.mobileinc.co.uk/2009/06/i-love-nikes-mobile-marketing/ Nike launched a 23-story interactive billboard in times Square displaying customizable footwear from the Nike iD range. Users called the number that appeared on the billboard and used their phone’s keypad to start customizing the on-screen shoe. They then got sent a text message with a link to download a wallpaper of their design or buy it. Works on every phone, no apps, no software, just a simple phone call.
- Send in an image of yourself and you get an MMS of your image aged. This was for an insurance company.
- FROM: http://www.mobiadnews.com/?p=3749 Send in a picture of something in the real world via MMS to a special Nike number. The service would identify the two dominant colors in the image, match them with colors available from Nike, and generate a picture of a Nike sneaker in those colors. User then receives an image of their shoe superimposed on top of the original image they had sent. The entire process, from the time the MMS was first sent, was usually a matter of seconds, making it a very interactive consumer experience.
- I walked into Target last week and immediately got this text message. Coincidence? Must keep relevancy in mind. Getting a coupon for Starbucks coffee during a Target visit at a store with the coffee shop inside makes a lot more sense than getting a Target coupon at my local Starbucks.
- http://www.youtube.com/watch?v=eeGTc_-nVnU R/GA created That’s Not Cool mobile site to help teens draw their own digital line. Call out cards with quirky yet firm messages were created that teens could send to peers—right from the mobile—to that let them know they’re crossing the line. They could also learn about digital abuse, share experiences, and get professional help.
- You can play video and shop without leaving the app.
- Mobile communications must be fully integrated into the campaign, rather than being treated as a standalone tactic.
- R/GA’s That’s Not Cool mobile campaign allowed people to send images of their quirky yet firm messages via wild postings and their mobile device.
- Dove collected thousands of votes by inviting people to vote via SMS and some billboards immediately displayed results.
- Bravo is partnering with Foursquare for a promotion that will point users to locations from its shows and open up Bravo exclusive badges.
- For the 2009 Wimbledon tennis tournament, Ogilvy launched an innovative mobile app for IBM using Augmented Reality designed to change the way people experience sporting events.
- While totally adorable with great pass-along value, did this really reach the goal of getting youth more involved? This wasn’t an awareness campaign, perhaps there should have been a stronger call to action to get involved.
- From Oprah;-)
- Great site for mobile resources